by Maria Dubuc, President MBD

Staying Relevant in a Changing Landscape

In today’s fast-paced retail world, where competition is fierce and shelf space is precious, one truth stands strong: the power of packaging is real. Private brand is no longer the underdog. It’s the disruptor, the category leader, the quiet force reshaping consumer behavior. Yet staying relevant in private brand becomes more complex every year. At MBD we stay on top of the trends so you don’t have to! We are eager to share the proof that package design sells, tips and tricks on how to stay on top of the market along with some tidbits about what’s upcoming with rules and regulations on pack.

Now is the time for Growth and Opportunity

The statistics concur, consumers are no longer loyal to their brands. A brand is a brand whether it’s exclusive to a retailer or not. Younger generations simply do not care, nor do they remember the days when store brands were of lesser quality. Now they can have it all – quality, value, and convenience. Retails brands are winning across the board accounting for 24% of total CPG sales. Retailers have all the power and suppliers’ products are making a difference in the marketplace. Growth is at your fingertips and your package design must stand out to be noticed.

PLMA 2024 Survey:

• 2024 PB sales in US reached $271 BILLION
• Gen Z loves store brands!
• Some say package design is a driver

FMI 2024 Survey:

• 46% say they will purchase “much more” PB this year (37% last yr)
• Drivers include “appealing packaging”
• 52% of industry say packaging is one of the top areas of importance for driving growth
• 33% of industry say “enhancing pkg design” is best way to drive growth in NPD

Let’s take a look at how powerful a package can be in the real world.

CVS beauty products saw a 20% lift in product sales by telling a heartfelt brand story.

During the six months following the redesign, sales of CVS Beauty products increased by 20% compared to the same period during the prior year.
Designalytics – December 2, 2024 www.designalytics.com/insights/awards-cvs

Albertsons’ Signature Select pizza redesign boosted communication and visual appeal

Boosted consumer purchase preference compared with the previous design.
Designalytics – June 5, 2024
Designalytics – June 5, 2024 www.designalytics.com/insights/9-private-label-redesigns-thatll-make-you-look-twice

Wakefern Bowl & Basket pasta optimized updated with clearer product descriptions and effective use of color and serving suggestion imagery

Boosted consumer purchase preference compared with the previous design.
Designalytics – June 5, 2024 www.designalytics.com/insights/9-private-label-redesigns-thatll-make-you-look-twice

Sprouts Farmers Market frozen waffles category supported shopability with improved communication
hierarchy and unexpected color cues to stand out.

Boosted consumer purchase preference compared with the previous design.
Designalytics – June 5, 2024 www.designalytics.com/insights/9-private-label-redesigns-thatll-make-you-look-twice

There’s a real lot to say these days…

Communication hierarchy is so important for shopability. How often do consumers come home with the wrong variation of the product? Our job is to help the customer understand, in 3-5 seconds, the key features and differentiation of the product. It’s a balancing act to maintain your brands voice with great design while aligning with category norms and saying all you need to say in a very small space.

This is increasingly more difficult as we add more and more certifications, claims and contextual communication on your package.

That’s where trained professionals come in. Work with a team who specialize in maintaining a great looking package while fitting everything in.

Understanding ever changing regulations

Now, more than ever, we are seeing changes and new requirements on what you can and can’t say. When you make a claim there are so many rules about where it can be placed, backed up with disclaimers, nutrition facts inclusions, etc. Consumers want more information and transparency – and they are getting it!

• Pay close attention to the ever-changing regulatory landscape
• Know what changes may be upcoming to get ahead
• Plan your packaging updates and rebrands accordingly
• Be aware of trends, ex: high protein, low sodium, low sugar, plant based, etc

Upcoming changes to be aware of (top 3 affecting packaging)

1. FDA Front of pack proposed for all foods on top 3rd of pkgs (if room show just the top box image only)
2. H2R updated v2 graphics available now provides more clarity
3. UPC will be sunset and replaced by multi-functioning QR code in 2027 (10 yr transition period)

Reach out to MBD for a full listing of federal or state by state upcoming regulatory updates.

What’s hot on the horizon

• Ban of dyes and chemicals
• Sodium reduction
• Healthy claim updates
• Changes to allergen statements
• Food date labeling
• Extended producer responsibility (EPR)
• State by state rules

In summary, don’t be fooled by how simple it looks once a package is on shelf. There’s so much more that goes into the strategy and design of your brand. It’s more important than ever to take the time and effort to get the best design for each and every SKU. Pay attention to the details, make sure you are communicating properly for the best sales opportunity.

The power is in your hands!

• Consumers want it, you’ve got it!
• Uncover your opportunities
• Innovate and optimize
• Relook at your brand design
• Consider what’s in store for the future
• Consumers want to buy our products

Let’s harness the true power of packaging and win!